Taking a step back before making a leap forward
To start with, UiTPAS had two digital products at their disposal; a website that provided an overview of events and cultural activities in the local area and a mobile application. However, the primary challenge at the project's outset was determining how the mobile app could add value without duplicating the website's content. This was the first question we tackled by guiding UiTPAS through our strategy track to find an answer. Using various workshops and user interviews, we gained insights into how the audience used UiTPAS's digital products and how they interacted with them.
For instance, we discovered that some cardholders didn't use the product, that UiTPAS points weren't always exchanged for benefits, and that some users only collected points using their cards and didn't use digital channels. We interviewed various stakeholders - from local governments to cultural centers - to identify their issues with existing tools and explore their overall requirements for the upcoming digital product.